5 Steps to Identify Your Ideal Customer or Client

Updated: Jan 10, 2020

Let me ask you a question... Who is your ideal customer or client? If your answer is

"I don't know" or "Everyone" then you need to continue reading!

A costly mistake business owners make is failing to define whom they serve.

It is tempting to think that everyone needs your product or service, but in reality, this type of thinking can lead you down a road to very few customers, if any.

"If You Try To Serve Everyone In Your Business, You'll Serve No One Well."

- Kathy Caprino

Use the following five steps when determining your ideal customer or client.


We are going to start this process by brainstorming. Brainstorming will be one of the essential steps in the process of determining who your ICA (Ideal Customer Avatar) is.

Ask yourself what specific problem I am trying to solve for my customer or client?

No matter if you sell a product or a service, — you’re selling a solution to a problem … and people are looking to get their problems solved.

The business owner who can understand the problem the best will most likely be the one that gets the business. The act of solving problems should be the primary focus of any engagement with a prospective customer.

So let's dig deep and break it down. Use the following as a guide to determine your demographics of your customer or client.


Age Range-


Average Income-

Level of Education-


Buying Behaviors-

My goal here is to really help you nail down your ICA, so you must take the time to determine your customer or client's demographics. By doing this, you will have an excellent foundation to build upon as we add in the next steps.


This is an excellent way to begin to lock down your ICA. Start with a google search and look for anyone whom you would consider your competitor. Search social media platforms as well. When you find someone that resonates with you, look at their followers, and let that help you to determine your ideal client.

Look at your competitors' websites and lead magnets. This will tell you who they are serving and whom they are trying to attract.